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PUBLICIS DIALOG GROUP, London / DEPAUL / 2003
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
Marketing objective: create awareness and generate donations for the work of DePaul Trust. Communications objective: whilst broadcasting the world's first truly interactive television advertisement, demonstrate through technology and narrative how young people end up homeless, by showing the cyclical story of one young man. Target audience: most people who live or work in the urban environment come across homeless people. They ask themselves how homeless people get into that situation, or why homeless people don't just 'get a job'. This gives a powerful insight into how young people can find themselves homeless, and how 'ordinary' people can help them.
CampaignDescription
A two-minute interactive film, broadcast on commercial television in a traditional linear ad break. The viewer can change the narrative direction of the film simply by pushing a button on their remote control. This is the first time this has been done anywhere in the world. The technique pioneered by Publicis uses Video on Demand technology, allowing viewers to make choices without seeming to leave the broadcast TV. Finally, viewers can go to a microsite to learn more, or donate money. In another first, the donation is added to the viewer's monthly bill like a pay-per-view film.
Outcome
VODKA delivered, on a percentage basis, almost twice as many interactive donations in two minutes as the BBC's 'Children in Need' delivered in a whole evening. If applied to the same viewing universe, it would deliver 500,000 brand interactions, and 50,000 donations. One in ten people who could pushed the button to interact with the ad within the broadcast stream. 20% of those went to the microsite. An amazing 10% of those one in ten went on to make a donation. Assuming a national delivery of the format, donations would be £390,000. The client was, and still is ecstatic. Please call him.
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